NEW YORK: Video-game makers hope Sony Corporation has conferred orbital velocity on in-game advertising following its decision to allow dynamic ads in PlaySation3 games for the first time.

The electronic giant's tie-up with in-game advertising specialist IGA Worldwide will enable marketers to change their messages on a regular basis. The technology will even allow for new ads in already completed games and back catalog titles.

Although, in-game advertising is still in its infancy, generating just $54 million (€34.8m; £27.6m) in sales in 2006, some industry analysts predict it could be close to a $1 billion market by 2011.

However, others warn the different platform formats may prevent video-games from achieving their full ad revenue potential as some programs will not work across the various consoles.

Data sourced from Wall Street Journal Online; additional content by WARC staff